Carrier & Midea JV scouts for creative partner

The multi-agency pitch process is currently under way in Delhi.

The newly formed joint venture (JV) between Chinese home appliance maker Midea and US-based Carrier is on the lookout for a creative partner. The multi-agency pitch process is currently on in Delhi.

While the size of the business could not be ascertained at the time of filing the report, it is said to be substantially high.

A senior executive of the company on condition of anonymity confirmed the news to afaqs!.

Currently, the creative duties of Carrier air-conditioners are handled by Hakuhodo Percept. However, with the formation of the JV, the company plans to appoint a new agency to handle the duties for both Carrier and Midea air-conditioners.

In January, the companies made a formal announcement about the formation of a new joint venture in India. While Midea owns 60 per cent stake in the JV, the rest is owned by Carrier.

According to several media reports, Midea will offer design and manufacturing expertise in air-conditioning, while Carrier will utilise its already established distribution network to sell products.

Moreover, the existing residential AC business of both the companies will be brought under one roof soon, which will sell ACs of both brands.